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This story appears in the April 2008 issue of Entrepreneur. Subscribe »

When Roy Liebenthal, owner of Pop Burger in , decided to open a in one of the world's chicest cities, he didn't yearn for an elegant establishment with white tablecloths and white-glove service. Instead, he took a chance on serving up the lowly slider hamburger, but with a Manhattanesque vibe that transformed it into what he calls "high-end junk ."

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